Ratings and Viewership Jump Double-Digits for MTV Movie & TV Awards

by Stuart Winchester, Viacom

Ratings and viewership soared for this year’s MTV Movie & TV Awards, as the network strategically shifted the air date to a June Monday and commissioned the red-hot Tiffany Haddish as host.

Across 10 Viacom-owned networks, 3.371 million viewers (a 21 percent increase over 2017), watched as Millie Bobby Brown pushed back at bullies and Haddish spoofed the year’s top films and TV shows. Viewers in key demographics drove the ratings increase, with the 18-34 group surging from a 1.85 rating last year to 2.24 this year –  a 21 percent jump – and those 18-49 pushing from a 1.63 to 2.04 share, an increase of 25 percent. Looking solely at MTV and VH1, the numbers grew even more explosively, with a 30 percent jump among viewers 18-34 and a 35 percent rise in the 18-49 demo.

The buzz carried over to social, where the MTV Movie & TV Awards beat the World Cup for most social show on television (per Nielsen), nearly doubling last year’s total and setting show records with more than 83 million streams (and counting). #MTVAwards trended No. 1 in the U.S. and globally over the course of the two-hour telecast.

In order to maximize the show’s potential audience, MTV made a few calculated decisions when choosing its airdate. First, they moved the awards from their traditional Sunday broadcast to Monday, when MTV and VH1 tend to draw strong viewership.

Second, MTV pushed the show down the calendar from May to June, slotting it in the midst of the June pre-nomination Emmy-voting window. This strategic positioning may have encouraged star turnout – Chadwick Boseman, Michael B. Jordan, Chris Pratt, as well as cast members of Riverdale, Keeping Up with the Kardashians and Stranger Things all accepted their Golden Popcorn buckets onstage at Santa Monica’s Barker Hangar. This star power, in turn, could have drawn fans.

“The date change was a draw for networks and streaming platforms, and talent looking for opportunities to get their content out there during this key window,” MTV, VH1 and Logo General Manager Amy Doyle told Indiewire’s Michael Schneider before the awards aired. “And you’ll see that in full effect when watching the show.”

But the crisply edited, entertaining show drew a lot of attention on its own merits.

“After sitting through countless bloated awards shows indulging themselves for three or four hours at a time, the 2018 MTV Movie & TV Awards were a genuine relief — and in a delightful twist, even genuinely heartwarming,” wrote Variety’s Caroline Framke. “Airing Monday night after taping Saturday, the edited ceremony ran just two hours long but managed to squeeze in 15 awards, two musical performances, and several pre-taped sketches featuring host Tiffany Haddish. … By the night’s end, it was hard to understand why other awards show don’t follow suit more often.”

“… it was the best version of this show I’ve ever watched,” added Entertainment Weekly’s Darren Franich.

Read More

Paramount Pictures, Paramount TV Honored for Sustainable Productions

Paramount Television-produced Shooter and Paramount Players’ Eli earned Green Seal and Gold Seal honors, respectively, at the 2018 Environmental Media Awards in recognition of their progress in sustainable production.

Paramount Pictures’ Downsizing, set on a hypothetical future Earth where people shrink themselves to decrease resource consumption, was nominated in the Feature Film category at the ceremony, which recognize media trailblazers who place equal value on creating entertainment and protecting the environment.

The Environmental Media Agency awarded Paramount Television-produced Shooter (USA Networks) at the 2018 Environmental Media Awards for its sustainable production. Photo courtesy of Paramount Television.

Green Seal for Sustainable Production – Paramount Players, Eli

Eli is the first feature film on deck for Paramount Players, Viacom’s newly minted film studio division, which integrates Paramount Pictures and Viacom brands. Eli, slated to premiere in January 2019, is being produced in association with MTV. The film centers around a boy who is hospitalized in a remote clinic while suffering from a rare disease. The child’s treatment takes a nightmarish turn when his sanatorium becomes a prison, possessed by evil spirits intent on keeping him there forever.

Gold Seal for Sustainable Production – USA, Shooter (produced by Paramount Television)

Shooter (a drama series based on Stephen Hunter’s best-selling novels and Paramount Pictures’ 2007 film starring Mark Wahlberg) follows the journey of Bob Lee Swagger (Ryan Phillippe), a former Marine sniper who is perpetually entangled with bad characters. The show’s highly anticipated third season premieres Thursday, June 21.

The Environmental Media Agency awarded Paramount Television-produced Shooter (USA Networks) at the 2018 Environmental Media Awards for its sustainable production. Photo courtesy of Paramount Television.

Viacom Launches Digital Studios at First NewFront, Ramping Up Online & Mobile Content Pipeline

by Stuart Winchester, Viacom

Laugh with Majah Hype, wake up with Nikki Glaser, cook with Snooki, get animated with JoJo – and do it all on your phone.

Viacom Digital Studios (VDS) is here, poised to deliver hundreds of hours of premium digital content that will transport digital native stars from BET, Comedy Central, MTV and Nickelodeon to the social and mobile platforms where their fans live.

This was the headline of Viacom’s spectacular first NewFront event earlier this week at Manhattan’s Chelsea Piers, where the company marched confidently into the digital realm by detailing dozens of new short-form properties to feed its massive online social footprint of more than 850 million fans, elaborating on new content deals with Snap and Twitter, and announcing an expansion of its recently acquired VidCon conference to London this February.

“The launch of Viacom Digital Studios is an amazing opportunity to reimagine our iconic brands for a new generation of young, mobile-first audiences,” said VDS President Kelly Day. “We’re bringing the power and scale of Viacom’s global content engine and storytelling capabilities to entertain and engage our fans whenever and wherever they’re consuming content.”

VDS has been steadily ramping up since Day joined Viacom late last year, jolting year-over-year social video views and minutes viewed in the U.S. upward by 70 (to 4.3 billion) and 78 percent (to 4.7 billion), respectively.

The digital studio is a lynchpin of Viacom CEO Bob Bakish’s revitalization plan, as the company moves deliberately to expand its core television business onto next-generation platforms.

“… if you can think about all the time spent on mobile and all those devices out there, I think you quickly realize what a powerful growth engine that will be for our business,” Bakish told a crowd of investors at the Morgan Stanley Technology, Media & Telecom Conference in March.

While Viacom’s digital content will run across YouTube, Facebook, Instagram, and other channels, the company’s NewFront highlighted new global original content deals with Snap Inc. and Twitter.

Read More

The 22nd Annual Viacommunity Day Was All Good, All Around (the Globe)

Friday, April 20 was truly a global day of giving. Nearly 4,000 employees from 25 different regions around the world contributed ideas, talent and compassion to more than 125 projects in local communities for the 22nd annual Viacommunity Day, a celebration of the company’s values and commitment to giving back.

The day’s theme was “ALL GOOD, ALL AROUND.” The scope of Viacom’s traditional day of service reflected this motif well, as all around the world, employees did good: helping at their regular offices, like Viacom’s Times Square Headquarters; trekking to community organizations, like Chrysalis in downtown Los Angeles; or cleaning up the shores of Australia’s Sydney Harbor National Park.

Viacom Corporate Social Responsibility Director Adam Robinson woke up at 4 a.m. in Los Angeles to watch employees begin to share photos and footage from sites like these around the world in real time on collaborative video production tool Seenit.

“It was as if I was watching Viacommunity Day unfold on the horizon line,” said Robinson. “Australia, Asia, Europe, New York, Nashville, Chicago, all the way to Los Angeles.”

Watch below:

“This was my 21st Viacommunity Day,” said Viacom President and CEO Bob Bakish, who circulated through the on-site activities at 1515 Broadway, Viacom’s global headquarters in New York City, this year.

“Throughout this time, I have worked in [Viacom Headquarters], downtown Manhattan, Westchester County, Putnam County and Fairfield County,” he continued. “I’ve stuffed bags, provided ideas, painted objects, cleaned in all kinds of ways, painted fences and walls, raked and moved wood chips – lots of different things. What’s always the same is the passion and heart that our employees, and a select group of our talent, show as they help the community. What’s always the same is the happiness and thanks that comes from those that are being helped.

“As I visited different groups today, that’s what I saw once again. To me, that’s what makes Viacommunity Day such an important part of our culture and heritage. It is another reason why it is such an honor to be CEO this great company. I saw many great things today. All of the people involved reminded me, once again, just how important this initiative is to our company. Thank you everyone. You represent Viacom every day. In a world where there is incredible change, where some things are evolving and others arguably devolving, overall, Viacommunity Day is a constant.”

Let’s take a tour of these incredible sites, starting with our West Coast offices in California.

Read More

Daily Show Earns Webby Award, Viacom Takes Four People’s Voice Honors

by Stuart Winchester, Viacom

Earlier this month, Viacom chalked up 13 Webby Award nominations, with Viacom Velocity, VH1, MTV, Comedy Central, Nickelodeon, Viacom International Media Networks (VIMN), and Paramount Pictures vying with the rest of the best-of-the-internet for top honors.

This week, the Webbys announced the winners, and Viacom brought home five awards – four Webby People’s Voice honors, and one Webby Award chosen by the Academy of Digital Arts and Sciences 2,000-member panel:

WEBBY AWARD

The Daily Show: Between the Scenes – Film & Video/General/Comedy: Long Form or Series

PEOPLE’S VOICE AWARD

The Daily Show: Make Trump Tweets Eight Again – Websites/General/Humor

The Daily Show social media – Social/Features, Best Writing

The Daily Show social media – Social/Content & Marketing

Viacom Velocity – VH1 Martha & Snoop’s Potluck Dinner Party – Social/Content & Marketing/Food & Drink

Viacom also earned 14 honoree spots – across Nickelodeon, MTV, Viacom Catalyst, VIMN, Paramount Network and Velocity – in this year’s Webbys, meaning the work was some of the best of the year, but was not eligible for any awards.

The Webby Awards will host an award show in New York City on May 14. Fans can stream the show on the Webby website the following morning.

MTV and NYC Celebrate the VMA’s Return to Radio City Music Hall

It’s official: The Moon Person has landed on East Coast soil. On April 17, New York City officials and MTV celebrated the return of the MTV VMAs to New York’s Radio City Music Hall—home of the inaugural VMA ceremony in 1984.

A symbolic “moon landing” was held on Manhattan’s Avenue of the America’s under the venue’s marquee to commemorate the reunion of MTV and NYC.

Mayor’s Office of Media and Entertainment Commissioner Julie Menin today joined the iconic VMA Moon Person; Bruce Gillmer, Global Head of Music/Talent, Co-Brand Lead, MTV International; and Darren Pfeffer, Executive Vice President of MSG live, to announce the location of the 2018 VMAs. (Photo by Dia Dipasupil/Getty Images for MTV)

“New York City’s creative energy has always fueled those who live and work here. This is where music, film, and art collide and where the Video Music Awards were born,” said New York City Mayor Bill de Blasio. “There is no better place to host the MTV VMAs than in New York City at one of the most iconic venues in the world.”

Read More

Viacom’s KCA Ticket Winner on Her Experience, Instagram-able Pets and Viacom Pride

Alexandra Neri, who works as a dubbing manager for Paramount’s Worldwide Distribution group, is the latest lucky Viacom employee to score free tickets to a tentpole awards show.

Below, she tells us what it’s like to win an employee sweepstakes, how impressed she was by the Nickelodeon’s “top notch” production, and why she’s proud to work for a company that let’s its employees engage in the magic of live events.

This interview has been condensed for clarity.

Facebook post courtesy of Alexandra Neri.

Read More

A New York Employee’s Walk Through the Wondrous World of Nickelodeon Animation in Burbank

In March, I visited the home of Nickelodeon Animation in Burbank. I had seen photos and video footage of the pristine site after its renovation in January 2017, and was eager to appreciate its innovative features in real life.

After arriving at the front gate, a tall metal structure off Olive Avenue, I entered into a sprawling menagerie of botanical wonders, stone statues of iconic Nick characters like SpongeBob, retro-looking lawn furniture in splashy shades of orange, pink, green and blue; honey bees and towering palms.

And this is just the courtyard.

The five-story building has a free-form layout; its floor-to-ceiling glass walls serving as a circulatory system for creative collaboration. The campus seamlessly connects animation and live-action studios with offices, a café, screening room, employee lounges and more pockets of relaxation and entertainment.

Burbank Animation’s on-site screening room:

Read More

Powerful Kalief Browder Documentary Earns Peabody Nomination for Sparking Conversation and Social Change

When Time: The Kalief Browder Story debuted last March on Viacom’s Spike (now Paramount Network in the U.S.), it recounted the youth’s tragic incarceration and helped mobilize the movement to shut down New York City’s notorious Rikers Island prison. Now, the Peabody Awards, which salute compelling and crucial forms of digital storytelling, have nominated the six-part miniseries in its Documentary category.

Browder was 22 when he committed suicide after spending over three torturous years incarcerated on Rikers Island for allegedly stealing a backpack at age 16. His trial was repeatedly delayed until charges were dropped. He left prison with crippling PTSD—which ultimately led to his death by suicide.

His story, chronicled in the documentary, led to the formation of the Kalief Browder Foundation, which is determined to “dismantle the school-to-prison pipeline prevalent in disenfranchised communities.

Read More

Viacom’s Creative Renaissance Ignites With “Jersey Shore Family Vacation” and “A Quiet Place”

by Stuart Winchester, Viacom

In the last week, Paramount Pictures’ A Quiet Place won the domestic box office and MTV’s Jersey Shore Family Vacation rolled to the strongest unscripted cable debut in six years. The efforts provide commercial evidence of Viacom’s ongoing transformation – fueled by wide-ranging creative investments in talent, programming, and marketing.

The chart-topping numbers are especially encouraging in a media environment of ever-more-elusive audiences. The divergent paths to success of these two properties – A Quiet Place delivering something novel by elevating a horror story to a genre-busting blockbuster that appeals to all audiences, Jersey Shore Family Vacation building on MTV’s deep well of intellectual property to connect with its core demographic – underscore the way in which a creative renaissance is driving Viacom’s growth.

Marketing a near-silent film in an era of loud

Making a bet on the film’s potential playability, Paramount unveiled A Quiet Place at SXSW to great response. The highly original film immediately started compiling incredibly strong reviews. A clever marketing campaign then helped launch A Quiet Place to a $50.3 million opening weekend, good for the second-best domestic opening of 2018 (behind Black Panther). With a $17 million budget, the Platinum Dunes-produced and John Krasinski-directed film is a validation of Paramount’s reoriented slate and refreshed marketing approach under CEO Jim Gianopulos, who joined the studio last year.

“An innovative concept, with great talent both behind the camera and in front, and a savvy distribution and marketing plan led to Paramount’s biggest opening since 2016,” wrote Viacom CEO Bob Bakish in a staff memo about the film’s success.

Building strong relationships with talent has become a particular focus for Viacom under Bakish, and Krasinski, who will produce and star in the Paramount Television-produced Jack Ryan for Amazon and co-created Paramount Network’s hit show Lip Sync Battle, demonstrates the enormous cross-brand potential that forming such deep relationships can yield.  

A Quiet Place’s unique storyline – featuring a family tiptoeing through a post-apocalyptic world infested with insectoid monsters that will devour anyone who makes a sound – created an opportunity for Paramount to execute an equally original pre-release marketing plan. They delivered: moviegoers in nearly 100 theater chains caught the sonically attuned monsters devouring noisy spectators in pre-show spots, with the stern warning that “the movie theater should be A Quiet Place.” A pre-Super Bowl ad, a launch of the second trailer on Ellen, and a kick-off spot and accompanying stunts at the SXSW Film Festival primed diverse audiences for the film’s release.

“Paramount’s reconstituted management team is focused on allowing great filmmakers to make great movies, and then doing everything we can to support those movies,” said Paramount Pictures Chairman and CEO Jim Gianopulos. “In A Quiet Place, we did exactly that: We gave a talented young director license to put together something unlike anything else out there, and then threw our marketing and distribution expertise behind the project.”

Tapping an iconic property to connect with a core audience

Jersey Shore Family Vacation had less work to do in the name-recognition department, as its iconic predecessor, Jersey Shore, had long ago etched its cast into the cultural conversation. The unknown was whether this fist-pumping bunch, six years older and reunited in the beaches and bars of Miami, would still connect with audiences.

It did. The show’s nearly 10 million total viewers and 4.2 average rating in the core 18-34 demo on live-plus-three-days metrics made Jersey Shore Family Vacation the most-watched unscripted debut on U.S. cable since 2012. The original Jersey Shore had ignited a global franchise – with spin-offs in the UK, Spain, Poland and Mexico, plus the recently launched hit Floribama Shore in the U.S – and the cast’s return resonated globally, with the premiere airing in nearly 180 countries and territories.

The strong ratings complemented a seven-hour trending run on Twitter and acted as an emphatic endorsement of MTV’s revamped creative direction under President Chris McCarthy. Under his leadership, the network has grown ratings for three consecutive quarters for the first time in seven years behind a blend of revitalized franchises, returning classics and original programs.  

“MTV is about celebrating youth culture and music where talent and creativity unite to produce content that resonates across generations,” said McCarthy, who also oversees VH1 and Logo. “Jersey Shore Family Vacation and the new Floribama Shore demonstrate how MTV can harness our heritage to create programming that appeals to a mass audience while serving as a great launching pad for our new series.”